Sporting Luxury, Losing Sales? Jaguar Sales Plummet After Woke Rebranding

Why do companies that are old, with long histories of what works and what doesn't, go "Woke?" One of the latest to fall into this trap is the British (well, Indian, now) auto firm Jaguar, a brand with a storied history, a brand that embraced the lunacy of "woke," and now their sales are dropping through the floor.

It was all utterly predictable.

Jaguar's sales have plummeted after the legendary British car marque's 'woke' rebrand left fans outraged.
Sales of the luxury motoring manufacturer appear to be in freefall following its controversial move to scrap its iconic 'growler' big cat logo in November.
The firm's rebrand saw it replace the well-known badge in favour of a geometric 'J' design - which lovers of the brand raged looked like the logo on a handbag clasp.
Meanwhile, a glossy ad campaign accompanying the design overhaul, featuring androgynous-looking men and women in exuberant clothes, also came under fire.

Came under fire for being stupid, no doubt. I mean, just look; I really can't describe this lunacy as well as just showing it does:

Is this Jaguar's new target market? Colorfully dressed androgynous freaks? That doesn't seem like a good strategy for a brand whose specialty has always been really, really expensive high-end sports cars. This won't appeal to any would-be James Bond (or Austin Powers, for that matter) types out there.

Jaguar's sales are reflecting this stupid idea.

And as the firestorm surrounding the famed car maker's change continues to rage, sales at Jaguar Europe have plunged a staggering 97.5 per cent.
Jaguar has insisted the rebrand has 'nothing to do' with its falling sales.

You don't say.

Jaguar Distancing Itself From Ad Agency That Created Its Woke Ad Campaign After Disastrous Rollout

Look, the very brand name of this car evokes images of sleek power, a feral leanness, a predatory cunning. The Jaguar was almost archetypical, the sign of masculine success in the British car scene, an elite vehicle that few could afford to buy and even fewer could afford to keep running. That's how it should be advertised; I'm no marketing genius, but it seems obvious to me that "woke" isn't the way to go here. The image Jaguar should be shooting for is lean, mean, muscular, and, yes, masculine.

Instead, they went with... whatever this is.

Don't just take my word for it; listen to what one of Britain's favorite sons, Nigel Farage, has to say about it:

Mr. Farage points out:

This is the new logo. I don't know what it stands for, do you?

No. It looks like some kind of industrial fastener. Mr. Farage continues:

And the advert! Showing some sort of almost non-human figures, walking through a door, without even showing cars. I'm not quite sure what they're saying. Or what they want to do. Strikes me as being another Bud Light moment. I predict Jaguar will now go bust, and so you know what? They deserve to.

I agree. This is a miscalculation that will almost certainly be even more costly than Bud Light's foul-up, in which a brand whose target market has always been the BroDude demographic chose as a brand rep a scrawny, low-T man cosplaying as a young Audrey Hepburn. Bud Light recovered from that, although not all the way. Buying a six-pack, after all, isn't nearly as big a decision as buying a high-end sports car, and while Bud Light had to tighten its belt for a while, Jaguar may well find its sales dropping to zero.

For most people - myself included - this kind of pandering to the woke is stupid and insulting to our intelligence. It's what my grandfather would have called "artsy-fartsy bull cookies." (He actually used a more colorful term than that, but this is a family-friendly site.) And now Jaguar is paying for the mistake.

That's what happens; that's the reason "Get woke, go broke" is still a thing.

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